Fifa 13 marketing

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Post on 25-May-2015



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<ul><li> 1. FIFA 13Marketing/DistributionProgrammeSummer-Autumn 2012 AKA How many times can we makeMr Howard pay for our product?</li></ul> <p> 2. 1. Preorder FIFA 13 (Summer 2012) DISTRIBUTION: Choice between: brickand mortar retail stores Or online retailers MARKETING: Flashy Press release togaming press detailing the pre-orderUltimate Edition extra for extrabonus features, in-game currency, extratrading card packs 3. Box art announced August 24th In the final week of August, the EA marketing team deliverglossy Press Releases to the gaming press as well assports press - announcing the footballers to be featuredon the box. A Twitter campaign in the days leading up to who wouldjoin Messi on the box cover, with conversations containingthe #FIFA13 hashtag predicting example of viralmarketing, word of mouth and cross-media convergence LOCALISATION NOTE: Although Lionel Messi appears on allversions of the game, he is accompanied by 1 or 2 playersfrom the region in which the game is being sold ie. InEngland, Joe Hart and Alex Oxlade-Chamberlain 4. 2. Soundtrack announced MARKETING CONVERGENCE: In an examplecross-media convergence, the FIFA 13soundtrack is announced in a flashy PressRelease to the music press, with the NMEwebsite revealing the news on September 6th. 5. 2. Download Demo The Fifa 13 demo is made available from Xbox LiveMarketplace and PSN on September 11th 2012. DISTRIBUTION: 100% digital. To see the significance ofthis: the demo of GTA1 came on a CD-Rom stuck to thefront of PC Gamer! MARKETING: The announcement of the demo isanother excuse to drop a Fifa-related press release into the folk at Official Xbox Magazine and PlayStationMagazine. The demo has to be able to download without serverproblems or this will prove a PR backfire for EA 6. EA announce EA Season Ticket 7th September EA announce the EA SportsSeason Ticket Purchasing this ticket for 19.99 gives earlyaccess to a digital version of FIFA 13 one weekearlier than the retail boxed edition. This was downloadable from Saturday 22ndSeptember, with the downloaded copy of thegame expiring when the retail copy launches. The ticket also gives a discount to FIFA DLC overthe next 12 months 7. EA Sports Web Apps EA are great at cross-media convergence. TheyuseTwitter to drum up a buzz, as well as act as a fastCustomer Support service. They also have a tie-inFacebook game Superstars which is an enjoyable stand-alone title as well as a glorified advert for its parentgame EA Web Apps allows access to the games UltimateTeam a glorified card trading game within Fifa where players can buy and sell players and organiseteams when not at their console. They can thenshare or retweet what they get up to! This isanother example of cross-media convergence and viral-marketing. 8. My FUT13 team 5 days before official release day! 9. Fifa Ultimate Team - Currency Traditionally the payoff for publishers was day one youbuy the game, they get your money Now, the day one purchase is often only the start Fifa Ultimate Team uses microtransactions of smallamounts, lending from the world of freemium/free-to-playgames. Previous years would have gamers purchase Gold Packswith Microsoft Points the currency of Xbox Marketplace.This year, EA Sports are introducing their own in-gamecurrency: FIFA points. These are points purchased using real-world money whichcan then be used to purchase packs of virtual trading cardsto build up FUT squads. 10. As with manyfree-to-play games, the packs can be boughtusing the pointsearned in-gamethrough hard work and progression, but offers thequicker route to success as analternative. 11. Your task: Your task is to research the marketingcampaign of the game you looked at lastweek. You can either post this as a Blog post or aPowerPoint to upload to your Blog later on.</p>